Norwegian Cruise Line

Norwegian Cruise Line

2007

Introduction

In the 1980s , we saw an entertaining TV serial , The Love Boat , that shows us how beautiful the yacht is and what romance the passenger might have . In addition , almost a century ago , in 1912 , we also witness that the Titanic , the biggest passenger ship in the beginning of 20th century sank during the journey between Paris and New York , in which 1 ,503 people lost their lives

From the two stories above , we learn that yacht or cruise line have been in the business

for decades . Their target markets , as their luxurious ships suggest , are those who enjoy a journey in the sea and are willing to pay a considerably high price for the comfort . To meet such customers ' demands , the cruise line owner should provide a first-class service including the workers , foods and beverages , entertainments , and the cruise line itself

According to one report , the cruise line industry is a fifteen billion dollar worldwide business and it continues to grow at a rapid pace Between January 2001 and December 2005 , the cruising industry adds their fleet with over fifty ships . While there are tens to hundreds cruising companies , in this , we will only focus the discussion on Norwegian Cruise Lines (NCL

Concerning the NCL , we will discuss about background of NCL , its offerings and differentiation strategies , global cruise market , pricing competition , competitors , and financial analysis . At the end , we will provide conclusion that describe the competitiveness of Norwegian Cruise Line in the cruising industry

Norwegian Cruise Line

Company Background

Norwegian Cruise Line (NCL ) is a 40-year old cruse line that originates from Miami , Florida in the U .S . Unlike other cruise line companies , NCL asserts that they offer distinctive services that guests /customers would not get from other cruise line companies . The so-called freestyle cruise line becomes the company 's tag line and perceived quality

The company 's business principle is to encourage innovation in all aspects of cruise line services . That principle guides the company to record several awards and `the first company ' records in some aspects as following

The First Caribbean cruise

Provide the First Internet cafy at sea

The First cruise line that has children 's programs

The First . cruise line to provide Freestyle Cruising

The first cruise line that has WiFi connection

Provide the first bowling alley at sea (NCL Corporation , 2007 - Our Company

Offerings and Differentiation strategies

In to keep alive in Cruise industry that has hundreds of players (cruise lines , a company may have to be perceived different from the rests . The situation also occurs for Norwegian Cruise line , a Miami (Florida - USA ) cruise line that becomes one of well-known cruise line in the U .S . due to unique offerings

The unique offerings called Freestyle where guests can choose services they want . The freestyle services come in many forms such as freestyle dining where customers can select 13 different restaurants on a single ship , freestyle fund where guests can experience many kinds of entertainment and...